Looking at most of the marketplace, you’d think we had about three call to actions at our disposal: book now, buy now, and add to basket. And working with a variety of clients, we are guilty of falling back on the old reliable. Sometimes we’ve been creative with it, and rather than saying ‘Buy Now’ for a bike, it’s been ‘Upgrade Your Ride’, or for a restaurant, the ‘Book Now’ has been accompanied by exactly when and for what reason they should book.
But there is a whole world of call to actions out there. How do we know what works – and how can we get better?
There’s a few standard rules for call to actions / buttons that all focus around making it visible:
1) Style the design so it pops out from the page
2) Leave empty space around it
3) Make it big
And these work. But what about the wording – is the aggressive approach really the best?
At Digital Glue, our copywriting always focus on the needs of the customer. When writing for brochures, it is not what we do but what we can do for you. It’s not who we are, but who you’ll be meeting. It’s not what we provide, it’s what you get.
Changing the Focus
And there is a creative trough with the current crop of call to actions that sees them all serving the needs of us, and not the customer.
Let us present some examples from the Byzantium Tapas restaurant newsletter that we deliver:
Here is the normal button – it does its job, but there’s a distinct focus on making the customer do something to benefit us, the seller.
Here the focus has changed. The call to action is no longer an act of submission by the customer, but an act of customer service by us.
It is a significant change. The second approach negotiates less barriers; there is less finality about it. And this is important. We’d love our customers to be set on buying at the first engagement, but that’s rarely the case.
The ‘sales funnel’ needs to serve their needs at every point. By placing an aggressive call to action at the first delivery – the newsletter, for example – we are turning away those customers who are not yet psychologically ready to make that decision.
By offering them a softer step, we increase engagement hugely. Bear in mind, the sales funnel is still the same – the customer is taking no more steps than usual. But we are making each of these steps serve their purposes before it serves ours.
The earlier you adapt your copy, the better. If you want yours delivering its maximum potential…